7C SITUATION ANALYSIS

As part of rebranding Frontier Energy Group, LLC as Canary, LLC in spring of 2013, corporate photography became an essential part of the overall effort to create a memorable new oilfield brand. The photography needed to convey a gritty, established company that had the tools necessary to complete large jobs. Canary is “tough, tested, and trusted.” We needed our customers & prospective employees to know that Canary was the same group of guys they had always done business with and the photography needed to fit with the oilfield environment. It was important to avoid a clean, controlled studio look to establish and build Canary’s reputation as and tried-and-true oilfield company. As a new brand, we worked hard to make the equipment appear used, despite many of the pieces never being used before.

After careful planning with Mark Woolcott Photography, we were able to create the look needed. A concern from the beginning was how to build on the yellow color without it becoming too aggressive or two bright in the photography. In the oilfield wellhead color is perhaps one of the most important pieces of a brand.

With the help of Mark Woolcott’s photographs, Canary was able to create exactly what was needed to establish new advertising campaigns and a new website. We were able to create a strong, trusted brand our customers and potential employees could identify with.

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CREATIVE CONTENT

CREATIVE CONTENT